ARF Analytics & Forecasting 2026

AI is reshaping how marketing organizations generate insights, support decisions, and estimate uncertain outcomes. Yet many organizations are still determining when AI outputs are reliable enough to inform consequential decisions, and what forms of human oversight are necessary to preserve accountability. 

Join Ipsos at ARF’s Analytics & Forecasting conference to hear how firms are incorporating AI into analytics and forecasting workflows, including how they evaluate its outputs, define appropriate human oversight, and maintain transparency and credibility. 

Panel Discussion: AI and the Future of Marketing Research | September 14 | 11:15am
What happens when AI becomes not just a tool for analyzing marketing research but a participant in it? As organizations experiment with synthetic respondents and AI-generated consumers, longstanding assumptions about research design and validation are being challenged. This panel featuring Ipsos’ Leabe Commisso, brings together industry leaders and academic researchers to explore where AI is delivering meaningful value today, where expectations may be outpacing reality, and how marketing research is likely to evolve in the coming years.

Speakers:

Leabe Commisso – Senior Vice President of Strategic Growth, Ipsos
Ankit Dhawan – Founder & CEO, BluePill AI 
Stefano Puntoni – Professor of Marketing, The Wharton School

Raymond Burke– Professor of Marketing, Kelley School of Business, Indiana University
Wendy Moe – Dean’s Professor of Marketing, Robert H. Smith School of Business, University of Maryland (Moderator)

To join us, simply click here.